Johnston Chemicals' president is very excited about the possibility of the firm's British subsidiary having access to customers in the entire EU. He realizes that it will be some time before this area truly becomes one market, primarily because of differences in which of the following?

Answer: Cultural factors

Explanation: Socio - cultural factors can affect the operations of companies that operate across various countries. Countries have different cultures and ways of doing things, so when a new company enters this country it needs to adapt to the culture of that country in order to become successful. The European Union (EU) consists of many different cultures. Because Johnston Chemicals is branching into the EU, the wide variety of socio - cultural, economic, technological, legal and political factors in each country will determine how the company will operate, and also how it can become one market over time.